Green Tomato are a Hong Kong mobile agency that I have a lot of time for. They were responsible for TalkBox a proto-OTT voice messenger solution. TalkBox moved way from being a consumer product to become an enterprise push-to-talk competitor. More recently Green Tomato have done a lot of work on the integration of mobile apps, with ‘other screen content’. They have done great work on digital retailing experiences in Hong Kong. Unfortunately their work has been ahead of its time and risks eclipsed by other people building on the likes of iBeacon.
I particularly like the Green Tomato Pointcast demo below. It works with a Coca-Cola video advert to increase engagement. It could be applied just as easily with with traditional media like cinema or TV advertising or new video advertising formats on YouTube or YouKu. It makes the advertising spend work harder which is one of the key reasons why Mondelez are so excited by mobile marketing.
The challenge with this technology is that it makes the job of creative directors harder. Interaction becomes a key part of the experience rather than just a story amplifier. The technology is less amenable than social media to be bolted on to the side of a campaign like a rocket motor.